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Jeep Call of Duty MW3 update and campaign

by Bill Cawthon on

The ads for the the Call of Duty / Modern Warfare 3 Jeep Wrangler shown at SEMA have begun.

The Jeep features AEV bumpers front and rear and an AEV Heat Reduction Hood as factory certified and warranted parts. This is a breakthrough for aftermarket companies, as AEV, a Tier 2 supplier, has gotten Tier 1 status, with their parts officially becoming Jeep parts, installed upon the assembly line at Toledo. They were extensively tested, abused, and re-tested in a series of bumper tests for Jeep and DOT certification, living up to tough OEM standards. (Also available is a Superlift 2" lift as a dealer-supplied part.)


It’s Jeep’s second year of partering with ActiVision, and an ad campaign starting today will blur the lines of reality and the world of “Call of Duty: Modern Warfare 3” and the new 2012 Jeep Wrangler Call of Duty: MW3 Special Edition.

Jeep’s campaign brings a new tagline: “The toughest vehicle in the world. Any world.”

Olivier Francois, Chrysler’s Chief Marketing Officer, said, “The production team for the TV commercial consisted of award-winning motion picture talent and the set was created with detailed elements taken directly from the game. … Each element created and produced for this campaign mirrors the same look and feel found in the game. We are thrilled that people can now experience this excitement in both the real world and in the gaming world.”

Television: Leading the campaign is the new broadcast commercial, titled “Any World.” The new spot brings to life an epic scene direct from “Call of Duty: Modern Warfare 3.” Viewers are brought into the action as it follows the Jeep hero through an intense and action-packed chase sequence derived from the actual video game and also intertwines in-game footage that aligns with the live action. The broadcast commercial includes one 60-second version, two 30-second versions and a long-form and a behind-the-scenes versions for viewing on the Jeep brand web site The “Any World” begins to air on national and cable networks starting today, Monday, November 7.

Electroluminescent Billboards: Jeep will utilize a new technology in billboard advertisement, backlit electroluminescent billboards in Los Angeles, New York and Chicago. Consumers will see a “Toughest Vehicle in the World” version of the advertisement by day and a “Toughest Vehicle in the World. Any World.” version at night.

Print: The print campaign includes traditional print advertisements in targeted gaming publications and introduces a three-dimensional piece that uses a Mylar overlay merging the “real world” and the world of “Call of Duty: Modern Warfare 3.”

Jeep Ops Sweepstakes: Jeep is giving away the very first 2012 Jeep Wrangler: Call of Duty: MW3 Edition vehicle produced in the “Jeep Ops Sweepstakes.” To enter the sweepstakes, “Like” the Jeep Facebook page and complete the online entry form in its entirety and submit the registration. There is a limit of one registration per person, per email address with a valid Facebook account during the Promotion Period. The Grand Prize winner will be selected in a random drawing on Monday, January 9, 2012.

Camp Tread: Today Jeep brand will host the “Camp Tread” experience at select GameStop locations during their “Midnight Warfare” launch events. Inside Camp Tread, field lights, ambient game soundtrack and special effects to transform Camp Tread into a military environment. Uniformed soldiers from the “Jeep 285” will actively engage participants in the excitement and provide an overview of the experience and introduce them to the 2012 Jeep Wrangler Call of Duty: Modern Warfare 3 Special Edition. z

Camp Tread will be set up at GameStop locations at 32 E. 14th Street New York, NY 10003 and 6451 W Diversey Ave, Ste G-9 Chicago, IL 60707 from 5:00 p.m. – 12:00 a.m.

Available in Jeep showrooms next month, the new limited edition Jeep Wrangler will be available at a U.S. manufacturer’s suggested retail price (MSRP) of $36,495 for the two-door model and $40,070 for the four-door (Jeep Wrangler Unlimited) model, not including destination.

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.

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